Understanding Media Economics

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SAGE, Apr 4, 2002 - Language Arts & Disciplines - 184 pages
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`This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate' - Paul MacDonald, Roehampton Institute

Understanding Media Economics

provides a clear, precise introduction to the key economic concepts and issues affecting the media.

The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy.

Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.

 

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Contents

Chapter 1 Introduction to Media Economics
1
Chapter 2 Corporate Strategies
17
Chapter 3 Economics of Advertising
39
Chapter 4 Television Broadcasting
59
Chapter 5 Television Production
79
Chapter 6 The International Film Industry
101
Chapter 7 Print Media
119
Chapter 8 New Media
141
Chapter 9 Media Economics and Public Policy
161
References
175
Index
181
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About the author (2002)

Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she runs the MSc in Media Management programme.

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